Let’s paint a picture: you’re at your local Boots or Superdrug, picking out a new lipstick, mascara or blusher. The shades and styles on offer are varied in range and formulas but on one thing they seem to all converge – overtly sexual names.

Now, beauty brands have known for decades that sex sells. From Nars’ Orgasm and Deep Throat shades to Too Faced’s Better Than Sex mascara, there’s a litany of excellent cult products with risqué names.

The first time I stumbled across a lipgloss alluding to oral sex, I blushed. As a tween, how else could I feel? Now, I feel unmoved by it, even bored by the phenomenon. When everything is naughty, nothing is.

Sometimes though, product names pass the pale and shake me from the pervasive sexual stupor. In 2017 it was Kylie Jenner’s (now re-named) Kylie Cosmetics blusher collection featuring the eye-watering titles: Barely Legal, X-Rated and Virginity. Largely marketed at teenagers, I found it galling.

This year, performer Machine Gun Kelly released his debut nail polish range, UN/DN LAQR, with shades ranging from Slippery When Wet to Put Me On Top. The names, while eye-catching, aren’t especially demonstrative of any particular colours.

Believe me, I’m not clutching any pearls. I don’t find discussing sex or buying sexual products embarrassing. What I do feel odd about is why beauty has been so inextricably linked to graphic innuendo. When did we decide this was the best, or only, way to do it?

Two decades after Nars’ seminal Orgasm, make-up is more explicit than ever. Does anyone actually feel good about it?